Seaman’s Schnapps has strengthened its involvement in Nigeria’s cultural heritage space after backing the 2026 Ekimogun Festival in Ondo, combining traditional activities with community engagement and consumer experiences during the annual celebration.
The brand served as lead sponsor and official prayer drink of the festival, which brought together traditional rulers, residents, visitors and members of the Ondo community in the diaspora. The celebration featured traditional prayers, drumming, dance, food and other activities reflecting the customs of the Ondo Kingdom.
Ahead of the grand finale, representatives of Seaman’s Schnapps visited the Osemawe of Ondo Kingdom, Oba Victor Adesimbo Kiladejo, where they presented an honorarium and specially commissioned portrait to the monarch.
Brandspur Brand News reports that the sponsorship formed part of the brand’s broader effort to associate its consumer engagement with indigenous traditions while supporting activities designed to keep local cultural practices visible across generations.
One of the major attractions was an Ayo Olopon competition at Odo Ajomu, where men and women competed in the traditional Yoruba board game. Seaman’s Schnapps also created a Prayer Hut where festival attendees could interact with the brand and take photographs.
Food traditions formed another part of the programme. Participants competed in a pounded yam contest, testing their skill and speed in preparing the staple meal, while a separate eating competition featured freshly prepared pounded yam and efo riro. Winners received prizes from the brand.
Seaman’s Schnapps also showcased its 20cl product size during the festival alongside its traditional 3cl offering, while product sampling and a branded media wall formed part of its consumer activation.
The grand finale featured a cultural troupe supported by the brand, with performers appearing in traditional attire and presenting dances and eulogies honouring Ogun and the Ondo Kingdom around the Osemawe’s Palace.
Nigeria Distilleries Limited Senior Brand Manager Nnenna Uche-Onyenacho said the festival’s emphasis on strength, creativity and identity reflects values associated with Seaman’s Schnapps, adding that the company sees its involvement as extending beyond conventional event sponsorship.
Marketing Manager Gbemileke Lawal also reaffirmed Nigeria Distilleries Limited’s commitment to supporting cultural institutions and festivals, describing culture as an important expression of Nigerian identity.
Oba Kiladejo, meanwhile, called for stronger government support for indigenous festivals, urging state and local authorities to recognise their potential contribution to cultural preservation and tourism development.
The 2026 festival adds to efforts by communities and corporate organisations to sustain traditional celebrations while introducing experiences capable of attracting younger audiences and visitors without losing their cultural roots.
